Headline Search Headline Search Ads (HSA)

Headline Search Ads (HSA) are keyword-driven cost-per-click (CPC) advertisements on Amazon. The HSA appears above the search results. Headline Search Ads are only available to sellers who have registered their own brand on Amazon. They provide space for four different images: one image on the left side and three on the right side. When a customer clicks on the individual product images on the right side, they are redirected to the respective product listing.

For Amazon sellers, Amazon Sponsored Brands, formerly known as Headline Search Ads (HSA), are an important tool to advertise their brands and products on Amazon and generate more traffic and sales. HSA ads are prominently placed and appear first on Amazon’s search result pages. In this blog post, we will delve deeper into the significance of HSA for Amazon sellers, explain the steps to create HSA, break down the key metrics in HSA, and provide tips for optimizing HSA ads. Additionally, we will examine the results of HSA campaign case studies and offer advice to Amazon customers who want to utilize HSAs.

Headline Search Ads are located at the top of the search results page and span the entire page, with only one Headline Search Ad per search results page.

Headline Search Ads include a brand logo, a custom message of up to 50 characters, and three different products. When a customer clicks on any of the three products in the ad, they are redirected to the detail page for that specific product. If the customer clicks on the brand logo or headline in the ad, they are redirected to a search results page that contains the seller’s selected products.

How to Create Headline Search Ads

Prerequisites for HSA

Sellers who have a professional seller account on Amazon and have at least three products in their offering that can be used for ads are eligible to use Headline Search Ads. Additionally, sellers should create an ad with a suitable image and relevant keywords.

Steps to Create Headline Search Ads

Once sellers meet the prerequisites for HSA, they can take the following steps to create ads:

Step 1: Select Keywords and Products

Choose relevant keywords that align with the offered products and their intended use. The searchers’ intent should be reflected in the keywords. To find potential keywords for the ad, it is recommended to use the Amazon search function or a keyword research tool. Sellers should select products that relate to the keywords.

Step 2: Create the Ad

To create an effective ad, sellers should select a suitable image that highlights the product or its benefits. Additionally, the ad should have a concise description and a clear headline. It is important for the ad to appeal to users while being concise and clear to pique their interest.

Step 3: Set Budget and Bidding

Sellers should set a budget for their ads and determine their bidding strategy for keywords. A good strategy is to set higher bids for highly competitive keywords and lower bids for less competitive keywords.

Step 4: Review and Approve the Ad

The ad should be reviewed and approved by Amazon before going live. This process includes verifying if the ad complies with Amazon’s policies and ensuring that the keywords, target products, and image are appropriate.

Tips for Creating Effective HSA Ads

  1. Here are some tips for sellers to consider when creating effective HSA ads:
  2. Perform A/B testing to improve ad performance. Test different variations of keywords, images, or texts. Sellers can enhance their ads by analyzing the results, which increases click-through-rates, conversion rates, and ultimately ROI.
  3. Incorporate product reviews to gain user trust and increase click-through rates.
  4. Include seasonal keywords to enhance relevance for users.
  5. Incorporate special offers to pique user interest and increase conversion rates.
  6. Use clear call-to-action statements in the ads.
  7. Ensure that the product pages the ads lead to are optimized and contain the necessary information to increase conversion rates.
  8. Conduct competitor analysis by studying the ads of competitors. Learn from what works and what doesn’t in terms of keywords and ad components.
  9. Regularly review and adjust ads to maximize effectiveness.

Key HSA Metrics

There are several key metrics sellers should consider to measure the success of Headline Search Ads. Here are some of the most important HSA metrics:


Impressions indicate how often the ad was displayed on Amazon. A high number of impressions means that many users have seen the ad. If there are not many impressions, it could be due to keywords not being relevant enough or the bid being too low.


A high number of clicks indicates that the ad captures users’ attention and that the keywords and image are well chosen.

Conversion Rate:

The conversion rate indicates how many users who clicked on the ad actually took action, such as making a purchase. A high conversion rate suggests that the ad effectively converts users into customers. Low conversion rates may indicate that the ad is not convincing enough for users or that the product page on Amazon is not appealing.

Cost per Click (CPC):

CPC refers to how much a seller paid for each ad click. Since a lower CPC maximizes the seller’s profit, it is worthwhile. A high CPC may indicate that the bid is too high or that there is strong competition for the targeted keywords.

Advertising Cost of Sales (ACOS):

ACOS is a metric that indicates how much a seller had to spend for each order generated through a Headline Search Ad.

By monitoring and analyzing these metrics, sellers can optimize their HSA campaigns to maximize the success of their ads.

Key HSA Insights and Trends Analysis:

  • By regularly reviewing the effectiveness of HSA campaigns and key performance indicators (KPIs) such as impressions, clicks, conversion rate, CPC, and ACOS, advertisers can identify trends and focus on areas of improvement.
  • Optimizing Ad Headlines and Keywords: To increase the visibility of their ads, sellers should ensure that their headlines highlight the benefits of their products and contain relevant keywords.
  • Utilizing Product Display and Brand Keywords: Using product display and brand keywords can help direct potential customers to the product page, thereby increasing conversion rates.
  • To maximize effectiveness, sellers should ensure that their ads target the right audience.
  • A/B Testing: By conducting A/B tests, sellers can test multiple ad variations and evaluate the effectiveness of each variant. This can help optimize the ads and ensure they deliver the best results.arch Ads (HSA)